So what ? Using this research

opens the door to new ways of thinking about media usage, market sizing, ideation, concept testing, product positioning, and other aspects of innovation

@katrienbarrat

See the change. Make it happen.

75% household budget

14%

10%

10% 22%

8%

17%

20%

A B

----

----

scope 1 & 2

transport van personen

scope 1 & 2

televisie thuis

scope 1 & 2

niet energie

Fermob colors

materialen & diensten

transport van personen

energieverbruik

vaste activa

vracht

direct afval - water

afval verpakking producten

niet energetisch

Future-proofed

Future

proofed

5

prosperous

less prosperous

do it myself do it for me

Making segmentation actionable

“my way” “sell it to me”

“from me to you” “I’m in your hands”

80% self-reliant New Consumers

56%  is constantly looking for  

new and better solutions

For 2 out of 5 Belgians reality has become very harsh …

Find solutions, come into action

Out of necessity though

passive, very bleak outlook on future overwhelmed by the situation

A generational thing

54-70 driven by opportunity

Young split in 2 !Overwhelmed !Or !‘change is our middle name’

35-54 make drastic choices drive the change are in control

From throw in the towel to self-reliant and pragmatic fixing

Seriously pragmatically

self-reliant

Fix old things in new ways

Self-reliant thanks to techno

Throw in the towel

Self-reliant thanks to group

From individual responsibility to collectivity

WeWe

We

Me We Me

1 clear group of change makers though changing behaviour on all fronts

influencing those round them, collectivity solutions

never

maybe next year

recently

since long

changing behaviour

13

autodelen

wonen waar werk, ontspanning dichtbij zijn

openbaar vervoer, multimodaal

zelf energie opwekken

slimme meters, slimme toestellen

kleiner wonen

minder of geen vlees

online kopen

fairtrade, etisch

investeren in projecten van vrienden, familie, crowdfunding

100% online bank

with quality products good for me & world

making me self-reliant & resilient

So what ? Using this research

opens the door to new ways of thinking about media usage, market sizing, ideation, concept testing, product positioning, and other aspects of innovation

Internet + Television + Print

On demand … Traditional media via internet platforms

Media - example

Different aspirations, needs and expectations

Peace of mind Escapism

Entertainment Protection

Exploration Opens my world

Experiences Empowerment

Media - example

Paying by Smart Phone Because it enables me to

beat the market

Positioning - example

Public Transport “out of pleasure, not necessity”

Positioning - example

prosperous

less prosperous

do it myself do it for me

http://www.forumforthefuture.org/

Innovation - example

@katrienbarrat

See the change. Make it happen.